"Think about your audience. Are you using the words in your copy they are using when searching for information. 'Bailout' versus 'bail out,' which are they using? Don't be clever and call the bailout a 'rescue plan' if no one is referring to it that way. Classic case from the New York Times: Asia's Deadly Wave versus the tsunami (look at story section headline versus the HTML title tag). Want to research? Try some of these keyword research tools."
Daggle - Danny Sullivan:
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